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Injecting emotion into campaign effectiveness

Date of publication: September 23, 2018

Catalogue: Congress 2018

Author: Hamish McPharlin

Abstract:

Is it possible to test whether branded content met its campaign objectives? See how the BBC combined the latest in emotion tracking tech with devilish psych methods to product a new research tool that is taking the advertising world by storm. In 2017 we set out to create the SOE (Science of Engagement) Toolkit; a new campaign effectiveness tool for content marketing. A tool that focused on measuring emotion, and correlating the emotional effects with change in subconscious brand association.

Hamish McPharlin

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Injecting emotion into campaign effectiveness

Catalogue: Congress 2018

Author: Hamish McPharlin

 

September 23, 2018

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Citation

McPharlin, H. (2018a, September 23). Injecting emotion into campaign effectiveness . ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/injecting-emotion-into-campaign-effectiveness-


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Can you forecast the effectiveness of a promotional campaign?

Catalogue: Seminar 1977: Foresight Or Hindsight?

Author: Philip J. Brown

 

March 1, 1977

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Citation

Brown, P. J. (1977a, March 01). Can you forecast the effectiveness of a promotional campaign? . ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/can-you-forecast-the-effectiveness-of-a-promotional-campaign-


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Getting animated about emotion

Catalogue: Congress 2008: Frontiers

Author: David Penn

Company: Conquest

September 26, 2008

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Citation

Penn, D. (2008a, September 26). Getting animated about emotion. ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/getting-animated-about-emotion


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Citation

McPharlin, H. (2018a, September 23). Injecting emotion into campaign effectiveness . ANA - ESOMAR. Retrieved April 18, 2024, from


https://ana.esomar.org/documents/getting-animated-about-emotion